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mercedes-benz, bmw and audi released new car plans almost within 24 hours. could it be that they were stimulated by something?

first, mercedes-benz said it would deepen its presence in china, investing more than 14 billion yuan in china, and will gradually introduce three models and a "mapless" end-to-end full-scenario intelligent driving system next year;

the next day, audi announced that it would build the largest product layout in its history for the chinese market, including the domestically produced audi q6l e-tron and the new audi a5 family. after launching a number of heavyweight new cars at the chengdu auto show, bmw also officially announced that it will launch mass-produced hydrogen fuel cell vehicles in 2028!

obviously, it is no accident that bba has released new models one after another. while expressing its firm commitment to developing in the chinese market, it has also clarified the direction of its efforts.

mid- to high-end price segment loses market share

data shows that as representatives of chinese luxury brands, mercedes-benz, bmw and audi have encountered bottlenecks in the chinese market to varying degrees, especially in the electrification transformation, which is far from expectations. in the first half of this year, the sales of mercedes-benz and audi both fell sharply year-on-year, and although bmw's sales in the first half of the year were basically the same as last year, it paid a very high price in terms of discounts.

compared with the decline in sales and the obstruction of the new energy transition, the biggest crisis for bba is the loss of market share in traditional fuel vehicles. "auto talk" found that in the sedan market of around 300,000 yuan, the 56e, which is the main selling product of bba, has shown a significant decline. models below 250,000 yuan, such as audi a3, have declined more seriously compared with last year.

this is more obvious in the suv market. in the suv market above 300,000 yuan, bba has been significantly impacted. except for the mercedes-benz glc, the sales of other bba suv models have shown a clear downward trend.

in august, although bba did not announce its monthly sales, the accumulated weekly sales data showed that ideal has surpassed bmw and is roughly on par with audi. ideal's sales are mainly concentrated in the l series suvs priced between rmb 250,000 and rmb 350,000.

another "big worry" for bba is the m9, which shows a trend that the higher the price, the better the sales. the sales of the 500,000 yuan class m9 have exceeded 15,000 units for five consecutive months, more than double that of the domestically produced bmw x5, and there are no discounts for the m9.

it is hard to imagine that when xiangjie and zhijie grow up, bba will face a greater impact in the sedan market, so bba must strengthen its advantages and regain the suv market at the same time.

bba is increasing its investment in fuel vehicles

although new energy is the general trend, judging from the current model composition of bba, fuel vehicles are still the absolute main force, so in the past two years, there are still heavy-duty fuel models launched.

bmw released the new bmw x3l at this chengdu auto show. since it is slightly inferior in intelligence, bmw hopes to win more market share through new design and larger space.

audi directly adopts two naming sequences for fuel vehicles and electric vehicles, focusing on the dual routes of refueling and charging. at present, in addition to the new a6l that will not be renamed, the a4l will be completely replaced and renamed a5l, and the new q5 will also be introduced into china as the new q5l. this means that in the next few years, audi's current domestic main fuel models will usher in a comprehensive replacement and still retain fuel power.

with the support of two new platforms, mercedes-benz will have a big change in the electrification of new cars, but in the new car plan to be launched next year, the china-exclusive long-wheelbase gle will undoubtedly attract more attention. according to reports, the long-wheelbase gle is developed and produced locally. the new car is not only fuel-powered, but also expected to launch a plug-in hybrid version. obviously, the long-wheelbase gle is not only targeting the domestically produced x5, but also the m9.

for bba, continuing to strengthen the advantages of fuel vehicles is indeed the right way to maintain the base in the chinese market, but if they want to regain market share, they still need to focus on new energy vehicles. judging from the current consumption trend, the requirements for high-end new energy vehicles are also higher in terms of car computers and intelligence. whether the new platform models can have significant improvements in these aspects is the key for bba to maintain its position in the first group of luxury brands.